More people want something affordable that works well. So high profit margin cars do not have the demand they once had.
That in itself is not a problem. The industry have grown fat. They carry an administrative overload, there is lower management, middle, the one above middle and upper and 30 others here an there. When you take twitter as a blueprint, you can shed 75% of their administration and still work great.
Plus lower the price accordingly.
Its like a web-presence. The digital make up is little but to make it known cost.